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This paper reviews the theoretical evolution of sociomateriality focusing on both the material and social, whilst considering the practical underpinnings. As part of the exploration, it is necessary to develop a definitional understanding of the term technology as it has been presented in many ways and by many scholars and scientists without clear alignment and agreement. One of the definitions for example describes technology as "computing", not providing any additional explanation, features or characteristics around the term, which indicated that prior literature underestimated either the technological or social world in practice. The evolution of definitions has led to a perspective of treating material and social as coexistent, avowed as sociomateriality. This paper presents how different views on sociomateriality have stimulated new understandings and new theoretical perspectives. In reviewing sociomateriality with a historical and critical note, the paper builds on relevant philosophical and ontological groundings, such as performativity and relational ontology, in contrast to this tackling ontology of separateness, which is considered not acceptable under any condition. The theorising of relational ontology led to the formation of "strong sociomateriality" presented as: "Matter is always as such in relation to what it materializes" (Martine and Cooren 2016: 148). Important to note is that the contrasting definitions were the ones presenting imbrication on one hand and entanglement of the two worlds on the other. This review presents the portrayal, purposes, treatment and usage of the phenomenon and its features by scholars. In the paper further practical examples of sociomateriality are explored whilst acknowledging the lack of examples in marketing focused on practice and as a result an emergent gap between material and social, which this paper addresses. In sum the aim of the paper is to present a shift in the perspectives of sociomateriality, alongside with an acknowledgement of materiality and sociality in practice and to develop stronger theories and concepts.

Past and Recent Conceptualisations of Sociomateriality and its Features: Review